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99 Tips E Version

1.
Safekeeping
company
Reputation
99 Tips

2.
Great reputations
are not accidental Good
5
Ceos must
Ceo apologies
or regrets are 10
Communicate in A cover
8
be the first expected
corporate line of defense
heavy doses — people up is
7
reputation
Reputation
royalty
are no Stop the
4 pays, bad
reputation
are hungriest for
information when
9 Banish two
worse
than the
longer words —
bleeding times are tough
invincible
quickly
costs Instill a sense “no
comment“
crime
of urgency
11 Think of
13
stakeholders Don’t Abandon any bunker
Monitor as your underestimate mentality — make
Do not
Enlist your
always turn the
employees’ electorate your competitors board’s
leadership accessible other cheek
vital signs 12 or critics experience
20 21
17 23
To stabilize Reduce internal
“Sunlight is the
18
reputation, expectations
best disinfectant” massive Show concern Don’t believe and deadlines Keep an eye
– U.S. Supreme Court temporarily out for crisis
Justice Louis Brandeis
intervention for those your own fatigue from
is required affected propaganda
(aka: Transparency is the best cure) Shift your team
focus from
25
26 34
what has
Break
recovery
Reputation happened to 27 Start up the
research
Reputation
into easy
is easiest to what should
ask for Lessons
engine — halos blind Learn from
24
to manage Learned from those
pieces
quantify when it happen next measure companies failure. Don’t
is eroding or lost who have stumbled consistently waste a crisis
to their
inner
Be prepared for the
30 Think of 31 demons 35
33
Buy Nearly all The public
Be there employees as
worst-case scenario or be
unflattering
embedded
reputation is much less
domain loss is forgiving
talked about names ASAP journalists self-inflicted today
36
find the
37
Reputation
damage
Declare
amnesty
for those
Expect
coverage
on raw news,
39
Hire
40 Don’t wait
41
every crisis
has its own
48
Safeguarding
Upside does not
discriminate who tell
rumors and
innuendo
right for a crisis to
learn humility
rhythm reputation is
inexhaustible
you what
Sometimes it’s not the
crisis but how leadership
went Spend
more time 45 46
The right
culture is
The CEO is
the company’s
wrong listening Make your the best
reputation
responds to crisis that recovery guardian
No reputation
43
49
protection
42
than talking values-based is bulletproof
harms reputation

3.
53 54 56
enhance Google is a reputation Take the high
reputation by 51 Don’t let management system, there is
ground when
52
the company the Internet’s Don’t shut managing
not a search engine no magic out the reputation online
55
you keep allure Guard
digital blogosphere against
50
– Clive Thompson
blind you eraser complacency
57 58
59 61 62 64
Scarlet letters Break the rules
Reputation do not fade on when you
pursue a course Risk-free
recovery the Internet have to Personalize
63
of purposeful communications
“Hope
60
comes with
no completion reputation are hard to the recovery
Corporate
web sites
date is not a management come by story
are digital plan.”
65 Hire a
68 69
66 67
ground
zero for Be careful of – CEO battle-tested
A half Make
reputation- early success – Dave Barger, communications truth is a signs of
building it can be your JetBlue officer if you “If you lose dollars whole lie progress
friend or foe have to for the firm by – Proverb visible
bad decisions, I
74
will be under-
Reaffirm
75
Be alert.
Look out for people’s
72 is Inoculate your standing.
If you lose reputa-
belief in Credentialize
blind spots themselves Recovery reputation by tion for the firm,
Review yourself with
70
I will be ruthless.”
the strategy
71
“near misses” the right
building a
– Warren Buffett
of small steps scorecards
reservoir of
78 79 80
73
Change in Restoring reputation
77
perception
takes time is an epic voyage full
to catch up
to reality
of courageous daily goodwill Embrace
You can’t go
from zero
Prepare for
the “gotcha”
actions, small victories
76
to hero in media moment
and incremental deeds your luck 12 months
85
82 86 87
83
use social
Use all inline
media assets —
online + offline
Multiply
Don’t forget that
we all live in glass
Embrace 84
your fans or
Good
corporate
media to
identify
all your bad houses — there Advocates. citizens emerging
81 news by 10
or even 100
are no secrets Engage your
Badvocates
recover faster
distress
signals
88
90 93
Seize the
92 99
Every person Reputation
and company recovery takes shift — be
Instill and is indexed at least four aware of
91
Recognize the
inspire a somewhere years shifts in Use the “R”
permanency of business and
common
89 Corporate word (recovery)
the campaign perceptions judiciously
Expect
purpose — crusade daily responsibility
surprises
is more than Don’t
around
Second chances are
95
Reputation
restoration is a a bandage to 97 leave your
reputation up every
rarely a matter of luck marathon, not a be applied Spin gold
96
Your digital to the roll of
fingerprint sprint when injury from clay – the dice corner
is eternal turn crisis into
occurs
opportunity

4.
For more information on Safekeeping Company Reputation: 99 Tips, or any of Weber Shandwick’s
Corporate and Reputation services, please contact: reputationRx@webershandwick.com